The Spring 2026 COS Show combines elements of American Gigolo and '90s Minimalism in a Seoul bathhouse setting.

      On Wednesday, COS maintained its trend of memorable runway presentations by revealing the spring/summer 2026 collection at a bathhouse in Seoul, South Korea. Front row attendees included the stars of the spring 2026 campaign, Alexander Skarsgård and Gyuyoung Park, alongside Emma Roberts, Thai singer Mile Phakphum Romsaithong, and Korean singer Sohyun Kim, who attracted a devoted fanbase to the stark venue on the city's outskirts. Karin Gustafsson, the brand's design director based in London, drew inspiration from the film American Gigolo (1980), featuring Richard Gere and Lauren Hutton, during the design process. "I admire the effortless yet elegant dressing showcased in the film," she remarked to Who What Wear after the show, highlighting the film’s praised wardrobe. "[Spring 2026] is based on classics, but it features a volume that contributes to its effortless quality." The collection, named Cinematic Beauty, was directly influenced by the film. "We aimed to evoke a strong sense of character," she added.

      To balance the 1980s influence of the film and its costumes, Gustafsson also took cues from the '90s, particularly its minimalist aesthetic. Expect clean lines, neutral colors, and signature silhouettes like pencil skirts and slinky knits. During the collection's development, Gustafsson listened to American music from that era, specifically mentioning the Pixies. "I have a fondness for '90s music and frequently listen to it," she said. Continue reading to explore the COS S/S 26 collection. While you're at it, consider purchasing the pieces that will likely sell out quickly.

      COS Spring/Summer 2026 See Now, Shop Now

      In the car ride from our hotel to the after-party and dinner following the show, it seemed everyone shared the same thought. We were scrolling through our phones to view the collection, which had just gone live on COS.com. After spending over a month analyzing fall runways through a challenging winter, witnessing the debut of such a light and airy collection felt like a reward, and everyone was eager to secure theirs before it sold out. Both of my favorite items already displayed "low stock" notices, among several others.

      Highlighting items at risk of selling out, there are an overwhelming number to choose from; nothing seems secure, so prompt action is advised if you want a piece of COS history. The first look, an all-white outfit made particularly striking by the sculptural neckline of a poplin shirt, is among these and has few sizes remaining. Another notable piece is a burgundy leather skirt-and-top set that is also quickly selling out. Gustafsson noted the unpredictability of customer interest in pieces from a show like this, stating, "You might have your personal favorites, but audience reactions can be unexpected." She particularly highlighted the crinkled leather and silk items featured at the end of the show, calling them "beautiful."

      A combination of '80s and '90s influences was evident throughout the 40-look spring collection, featuring billowy suits, sleek body-conscious dresses, and skirts made from sheer knit fabrics that felt both luxurious and playful. Pieces crafted from heavy silk in both pressed and intentionally wrinkled designs exuded a polished yet relaxed vibe, explaining why much of the collection is already sold out. Many attendees even referenced Carolyn Bessette Kennedy’s style when discussing the collection. The late Calvin Klein publicist is on people's minds due to the recent success of Love Story: John F. Kennedy Jr. and Carolyn Bessette. The muted color scheme—cream, black, white, and gray with hints of blue and red—aptly aligns with her signature minimalist wardrobe.

      Why Seoul? "Seoul embodies an effortless dressing style; the street style here is truly captivating," Gustafsson explained. This theme resonates throughout the spring collection and COS as a whole. It was evident at the hidden street where the brand held its showroom in the week leading up to and following the show. Situated in the Yongsan District, the multi-floor space was situated near Maison Margiela's boutique and café, Lemaire's architectural shopping venue, and the popular luxury Korean brand Le 17 Septembre. The area is surrounded by numerous restaurants, coffee shops, and stores, creating a hub for anyone interested in genuine Korean street style. Additionally, South Korea is one of the brand's largest markets, as evidenced by the capital, where COS items were easily recognizable on locals.

      The Front Row

      Stars from near and far gathered at a brutalist venue on the outskirts of the South Korean capital to witness the launch of the spring/summer 2026 collection. Hollywood figures like Skarsgård and Roberts joined local stars like actress Gyuyoung Park and Meovv member Ella Gross. Both Skarsgård and Gyuyoung Park starred in the brand's recent spring 2026 campaign, alongside models Vittoria